Finally, Indian companies are actively planning to expand their penetration into the US market appealing to American consumers and not only American with an Indian heritage. They are planning to invest more in promotion and distribution to fortify their presence in that market and to acquire a larger share of the market. Surveyed Indian exporters have rapidly incorporated experiences from other markets into their US strategy transforming knowledge from these experiences to expand market share and product positioning. In contrast, Italian firms are trying only to maintain a hold in the US market with minimal defensive activities directing their marketing efforts toward more profitable markets where they believe that the competitive setting is more favorable to their marketing approach.